Goodbye i? What a Missing Letter Means for Apple

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In other words, the company pulled a Prince. Or a Nike, since the athletic apparel brand is known for using its swoosh logo as shorthand for its brand name. (Apple CEO Tim Cook is also on Nike’s board of directors.)

“It shows a lot of confidence,” said Paola Norambuena, executive director, verbal identity for Interbrand. It’s also a savvy move for a company getting more and more of its business in foreign markets. As Eli Altman, creative director of naming firm A Hundred Monkeys, points out, it also comes as emoji have become an important mode of communication.

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